There are two sides to every packaging story and what’s going on behind the manufacturing and distribution scene that no one ever considers. Packaging is under attack and in most cases unjustly so. Plus there is a big contingent against any type of packaging. Simply put, no packaging is n impossibility unless you want to regress your lifestyle about 100 years.

Packaging had evolved from simple vessels that stored and protected food and beverages to the sophisticated packaging we see today. Depending upon the culture the packaging needs change. The more sophisticated and affluent the society the more packaging that is consumed. As income grows so does discretionary spending. Increasing demand for goods and services requires more products and packaging.

The media loves to criticize packaging. Phrases like the great “garbage patch” and “wrap rage” incite consumers into frenzy against packaging. As we move forward in the coming years packaging needs to be reconsidered from all aspects. Yes, it does contribute to 1/3 of the garbage in the landfills. Yes, many products are over packaged and the packaging can and should be reduced. Yes, the packaging industry needs to do a better job in resolving packaging problems and creating waste.

We need to look at packaging from a different perspective. Keeping all the primary functions in place: transporting, protecting, containing, securing, educating and informing the consumer about what’s inside. Yet, at the same time keeping awareness about what we can do to lessen the societal impact of packaging.

People want goods and products convenience isn’t going away, so how do we marry the two? Let’s consider the issue: consumers still want convenience yet at the same time less packaging an products packaged in more eco friendly materials. It’s up to the manufacturers and GPG companies now to solve the issue.

I’ve written before about the 6 R’s of more environmentally friendly packaging: Reduce, refill, reuse, repurpose, renew and recycle @ http://packaginguniversity.com/blog/2010/02/12/packaging-%e2%80%9cgreen%e2%80%9d-for-valentine%e2%80%99s-day/.

But this is just the beginning of rethinking the packaging paradigm.

What would you like to see or suggest that packaging companies consider?

More eco friendly materials;

Less over all product packaging;

Goods and services produced closer to home;

More paper less plastic;

More bio plastics and less of other materials;

Packaging that solves more problems?

This is just the beginning and with consumer support the packaging industry can solve these problems. So before you put on the gorilla suit for people against packaging give us your thoughts, ideas and suggestions about what you would like the packaging industry to implement to marry consumers wants and needs with today’s contemporary packaging.

Consumers are fickle and one bad packaging experience can turn them off from buying your product. This session will cover how to translate a bad packaging consumer experience into a successful outcome and how innovative packaging can sway a consumer’s purchasing decisions.

Learning Outcomes:

• How to turn an unhappy consumer into a satisfied returning customer through packaging.
• How creative packaging can build consumer loyalty.
• Why having the right packaging is more than just appearance.

Bonus:

Guest panelist sharing Disney packaging experiences.

Adam Spriggs from
Tailford Mitchell
830 N Summit St
Toledo, Ohio 43604
P 419.843.8852 x209

Details:

Tues, Apr 20 Disney World Swan & Dolphin , Lake Buena Vista , FL, 4:00-5:00pm
Register @ http://NCOF.com

Who Should Attend

People who are responsible for key areas of direct commerce operations, including Managers, Directors and C-Level executives in:

• Automated Systems
• Business Development/Business Solutions
• Call Center Operations
• Carrier Relations
• Channel Sales
• Customer Service
• Distribution Center
• E-commerce
• Fulfillment – Internet, Merchandising, Marketing
• Inventory Management
• Logistics
• Manufacturing/Production
• Material Handling
• Operations/Operations Strategy
• Protective Packaging
• Purchasing
• Retail
• Sourcing
• Supply Chain
• Transportation Management
• Warehouse Management

The Packaging Diva is proud to be sponsored for this event by WorldLabel.com

Worldlabel is a label manufacturer of Blank Label Sheets for multifunctional labeling applications including address, mailing, shipping, CD and media labeling, as well as general business office labeling requirements. Our labels are designed to format with label templates you are currently using in your popular label software and templates sizes, Windows® Mac® and Linux programs. Non-curl jam-free 8.5″ x 11″ label sheets with an emulsion acrylic non-ooze permanent adhesive (unless stated removable) suitable for laser printers, ink jet printers, and copiers. Please visit http://worldlabel.com

I don’t get these articles. Truth is stores get their goods shipped to them in packaging. It’s misleading to say no packaging is involved. And get this you the consumer is paying the ultimate price for damaged goods or unsalable product because of no packaging!!

New packaging technology doubles sushi shelf life. http://bit.ly/dbQrc6

Is that a good thing? Extending the life of sushi? Who’s ready to volunteer?

The brand, the package, the story and the worldview, packaging as sales tool – http://ow.ly/16HOn

I was very excited to see this article. Its rare that someone with media clout sings the praises of packaging. Its usually the opposite that they rant and rave about the bane of product packaging.

Companies Rethink the Box: The State of Green Business 2010 http://ow.ly/17tNv

An update on some of the latest green and sustainable packaging innovations. Of course if you have been following me you know them already.

If you buy candy it comes in a package. If you buy or have flowers delivered they were shipped in a package of some sort.

Even cards were delivered to the store in a box or if you buy boxed in bulk.

The point is we simply cannot eliminate packaging in our everyday lives. What we can do however, is figure out ways to make it better, more efficient and maybe even have a second life.

As we prepare for the coming “Packaging Wars” that is people against packaging, it’s time to rethink the role of product packaging. The packaging jobs we cannot eliminate, protect, convey, keep clean, sanitary, fresh, educate and to sell what’s inside. What needs to be considered is what to do with it is after the product is consumed or used is a major problem. Approximately 30% of landfills consist of packaging materials.

Can we effectively reduce packaging by considering the “lifecycle” of packaging?

That is from conception to the ultimate disposal. That’s how packaging solutions are born not just by reducing the amount of packaging material or changing the material is made out of to a supposedly more “eco” friendly alternative.

Ponder how packaging can be integrated into the entire big picture of consumer products. We need to rethink the entire way products are packaged. Yes, many products are overpackaged. But what most consumers don’t understand is that we can’t have products without packaging and what manufactures and CPG’s don’t understand is that consumers want to see lees of it. There in lies the problem, miscommunication about the role of product packaging!

Right now most environmental solutions consist of the 6’Rs.

Recycle: Partner with a company that will turn use packaging into something else after it has been used or consumed;

Example: Terracycle where CPG products are turned into other usable products for sale.

Reduce: That is use less packaging where possible such as reconfiguring a design for better space utilization or lightweighting packaging materials;

Example: Wal-Mart reconfiguring the traditional milk jug to a square bottle.

Refill: Have a container that can be easily refilled with products using a lot less packaging material;

Example: Method refillable cleaning products where you buy a designer container and refill with flexible pouches.

Via SustainableIsGood.com

Renew: Consider using packaging from the renewal natural resources. This is where are the “eco” materials are coming into play;

Example: Plantable packaging embedded with seeds.

Cargo Plant Love (plantable container)

Repurpose: Design the packaging with another purpose in mind after it has been consumed making the package turn into another product.

Example: Pizza boxes that tear apart into plates.

Reuse: Buy products in packaging that can be used over and over again.

Example: Glass bottles that can be refilled.

These are a start but not the ultimate answer.  So stay tuned for ideas thoughts and potential solutions. You have plenty of time to “green “ your packaging for Valentines Day next year.

After 40 years Heinz Revamps Ketchup Packets @ http://is.gd/7I7um
Who says you can’t teach an old dog new tricks. This is a total revision and concept of a packaging problem that has been around for a while. Awesome in conception but lets wait and see the consumers response.

Multi-sensory packaging wins consumers’ attention @ http://bit.ly/b5C6uJ
It’s becoming more and more difficult to engage the consumer on the shelf with like products competing for their attention. Any innovation that makes product stand out from its competitors becomes a competitive advantage

I’m fair and balanced (LOL) Buying ‘Naked’ in Grocery Store with Zero Pkg @ http://tinyurl.com/yh3smfr
This stuff cracks me up as if there is no packaging in the equation. How do they think it gets to the store any way? The packaging fairy??

When I first started on Twitter there were very few people interested in product packaging, now there are over 200 who regularly tweet. I even compiled a list of them which is free @ http://packaginguniversity.com/index.htm#TwitterDirectory

During my time on Twitter I’ve learned quite a few lessons that are important to the packaging community, in fact anyone who tweets so I thought I would share some of them with you.

1. When you first start get a sense of Twitter. I see all these new companies with their first tweet trying to tell peeps what they do or trying to sell them something. The problem with this is two-fold 1^st you don’t have an audience and second no one really cares what you do.
2. Give before you get. One of the ways I developed such a large following is because I provide valuable information. Peeps look to see what I think is important on a daily basis. Figure out what you can provide that no one else is doing. Don’t become a clone of someone else, become your own persona.
3. The RT (retweet) is better that the ST (selftweet). A RT expands your sphere of influence not only does it go to your followers it goes to the people in the circle of influence you are RTing. The optimum goal is to get a large amount of peeps that believe in what you say and will pass it on.
4. Self tweeting (tooting your own horn) should be limited to once or twice a day. Again no one cares. The optimum solution is to have other peeps RT for you. That’s how you build Twitter influence.
5. Don’t tweet the same tweet from a dozen different Twitter ID’s peeps will see though that and they will stop following you. Plus it’s totally annoying!
6. Learn The Art of the RT. When you RT someone be sure it’s complete information. U might have to shorten the tweet (abbreviations are perfectly acceptable) but you still want to incorporate the original message in the RT and the link.
7. If you are tweeting information or something to read don’t send them to your site and make them click another link to get the information. Peeps try this to build website traction but that’s annoying. In fact I never RT anyone that does that.
8. Be judicious with your tweet equity. If you RT someone regularly and they never RT you back it’s not tweet equity. Move on to someone who will. Your best peeps are those that RT regularly and you want to repay the favor in kind.
9. Engage other peeps in the dialog especially on a topic of interest. You will build a community following that way.  You will find certain recurring themes if you can comment intelligently peeps will listen.
10. Above all be real! I’m funny but also edgy too. Twitter is about relationship building and helping each other out. If people like what you tweet you will become known as a resource then people will look to you for help when they need it.

Did you know that tens of thousands of people follow me on Twitter,  LinkedIn and my blog?

My packaging columns are syndicated around the globe. Here’s an example.

2010 Packaging Trends impacting what consumers will buy (Part 1) – http://bit.ly/biAzUx

Just a few more ways to interact with my packaging network.
Small Quantity Packaging Directory @ http://packagingdiva.com/#smallpackage
Twitter Packaging People To Follow @
http://packaginguniversity.com/index.htm#TwitterDirectory
Packaging Diva Dream Team @ http://packagingdiva.com/dream_team.htm

Happy Packaging!

I-Pad, I-Pad, I-Pad, Spoof and real @ http://is.gd/7aIlZ @ http://is.gd/7aPWL, http://ow.ly/i/odz @ http://is.gd/7dwYS What’s in a name? No matter how good the product the wrong name might spoil it all. In this case getting lots of funny publicity over the name iPad.

Bubble Wrap turns 50: Iconic packaging cushioning celebrates 50 years of “popping up” with new applications: @ http://bit.ly/5QGvHU An excellent example of how you can capitalize in the news with your product packaging. BubbleWrap has inspired students and many packaging designers to create and innovate.

London’s Unpackaged grocery boutique eliminates wasteful packaging @ http://is.gd/6KZKP But how does it get there? This is big trend especially in the UK where there is much more concern over packaging and the environment. Keep an eye out for a similar movement in the US.

Sainsbury’s swaps tinned tomatoes 4 cartons @ http://is.gd/6w0b0 But not everyone is happy As I mention in 2010 Packaging Trends Impacting What Consumers Will Buy the packaging wars have begun with everyone claiming their packaging material is the best. More on point Packaging Trends # 7. Clichéd But “Out Of The Box Thinking” @ http://packaginguniversity.com/blog/2010/01/18/2010-packaging-trends-7-cliched-but-out-of-the-box-thinking/

SPECIAL REPORT: 2010 Packaging Trends Impacting What Consumers Will Buy:

In this fiercely competitive environment where every element of product packaging counts it’s important to understand any external influences that might keep your consumer from buying.

Packaging trends evolve with consumer’s wants and needs and sometimes they can become a primary factor in whether or not your packaging will succeed. It’s hard to assess each individual importance but it’s critical to manage for your overall packaging success.

Please email for a PDF copy of the top ten packaging trends.

Need to know whose got the latest concepts in packaging innovation? I know that’s what I do-track packaging trends and innovation and how it is going to impact your business. And if you are not connected you may be out of luck or out of business by the end of the year.

Get connected with me JoAnn Hines Packaging Diva at my website http://packagingdiva.com

This technology is particularly relevant to the online marketplace where orders can be placed, delivered quickly and in small quantities enabling them to become global competitors.

Customization and personalization options will enable companies to offer unique and personal items in small quantities.

Packaging On Demand

Digital printing will change the way in which firms look at packaging. Businesses are looking at short inventory times and just-in-time delivery, as well as rapid processing of orders.

3d Mockups for packaging development and prototypes can be created for any product.

You can make adjustments and changed before the final product is completed.

Whatever the needs of the market digital packaging is growing. It offers unlimited flexibility to order smaller quantities whether testing the market, launching an new product or juts keeping inventory under control. Digital printing is the wave of the future.

Packaging Phrases To Watch For In 2010

• Digital Packaging
• On Demand Packaging
• Prototypes
• Mockups
• Customization
• Personalization